Xerox has always been an interesting brand. Their invention of xerography remains, of course, the analog gold standard of replicating and sharing information. Its ubiquity, in fact, was so strong that the brand came to be known for the technology as much as for the core value — that using the technology simplified life.
What Xerox gets — then and now — is that innovation's real value is not in the technological advance per se, but in how these innovations are applied back to the real world. All the services that Xerox has built over the past years use the most advanced technology to make things simpler. Anti-pharmaceutical packaging. Crisis call centers. Safety on school buses. Managing public transportation. Xerox, as one of the leading technology giants, is not just a provider of technology, but a company that knows how to leverage technology in very specific ways to help people take advantage of huge technological advances in very real and human terms. And has expanded its services to make sure that the technology does just that.